Value cocreation in livestreaming and its effect on consumer-simulated experience and continued use intention

Cindy Yunhsin Chou, Ja Shen Chen*, Shao Kai Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

Drawing on the literature related to value cocreation and narrative transportation, this study proposes a framework for examining the relationships among consumer and livestreamer value cocreation behaviors, consumers’ mentally simulated experiences, and their intention to continue using livestreaming services. Purposive and snowball sampling were used to recruit survey participants. A total of 463 individuals were enrolled to test the research model and its hypotheses. The value cocreation of consumers and livestreamers affects consumers’ mentally simulated experiences, which in turn affect their intention to continue using a livestreaming service. To verify this finding, a post hoc in-depth interview was conducted with an e-commerce manager with extensive experience in producing livestreaming programs. This study differs from previous works in this area in that it focuses on what drives consumers to use livestreaming services and examines the effects of value cocreation on consumers’ mentally simulated experiences, narrative transportation, and their intention to continue using livestreaming services.

Original languageEnglish
Pages (from-to)2183-2199
Number of pages17
JournalInternational Journal of Consumer Studies
Volume46
Issue number6
DOIs
Publication statusPublished - 2022 Nov

Keywords

  • digital interaction
  • livestream
  • mental simulation
  • narrative transportation
  • value cocreation

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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